Deinfluencing: Why Do We Buy So Much Stuff?

By Noelle George

Edited by Taylor Morgan

Photography by Michael Paradise & Evan Schlick, Styled by Kennedy Stackowicz

Many of us are guilty of buying things we do not need. From asking a friend where their new sweatshirt is from, to seeing the same product pop up on your for-you page to walking down TJ Maxx aisles, it’s easy to find yourself making unnecessary, but fun, purchases. 

We are constantly bombarded with messages that we need more. Highly effective marketing strategies have been constantly refined over the past 50 years, and an increasingly digitized society means that ideas circulate faster than ever before. Planned obsolescence is a marketing strategy where products have been designed to have a short “life span,” meaning they go out of fashion, become irrelevant or even break faster than they should. Clothing, water bottles, cars and iPhones are all examples of how the newest, best products are constantly being cycled through. 

The idea of planned obsolescence can also be seen in trends. Many people value feeling included and socially connected, and also look up to celebrities and influencers who often promote overconsumption. Whether conscious or not, our society places value on possessions. By buying the latest and greatest products, we are subliminally signalling to others that we are cool and relevant, and also wealthy. 

Celebrities and influencers make it look normal and easy to constantly be buying. Social media trends make it seem like a new product, for example, vibration plates, are the most important thing to own. The algorithm may make it seem like everyone owns one, which can make us feel left out. This trend cycle can be repeated for nearly any product. Seeing so many people singing the praises of any one product—no matter how impractical, expensive or unnecessary—is a huge factor in our buying patterns today.

I am not encouraging you to stop buying things altogether, but instead of giving in to the momentary urge to click “add to cart,” I encourage you to stop and consider why you are buying that product. Are you hoping to impress someone? Are you buying it for a rush of dopamine? Do you actually need what you are buying, or do you already have something that serves the same purpose?

This semester, I challenged myself to not buy any new clothes. It’s a small step, but it has pushed me to be creative with my wardrobe because I am extremely lucky to already have so many clothes that are fun and serve their purpose. Making a small step like this is a good way to start being more intentional about your purchasing habits. Your wallet and the planet will thank you.